Changes Coming to Shell Fuel Rewards Program

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Changes Coming to Shell Fuel Rewards Program


HOUSTON — Shell will give Fuel Rewards members nationwide the power to save more on every fill-up through its new loyalty offering, Instant Gold Status. 

As of June 5, new and existing Fuel Rewards members will automatically be awarded Instant Gold Status, a loyalty tier that allows them to save at least five cents per gallon on every fill-up with any grade of Shell fuel, including Shell V-Power NiTRO+ Premium Gasoline.

The promotion is a lead-in to 2018, when Shell will offer two membership benefit tiers to Fuel Rewards members: Gold and Silver. All new members will receive Instant Gold Status for an introductory period of six months.

"This is a huge investment to show our appreciation to our customers at more than 14,000 fuel stations across America," said Dan Little, head of North America marketing for Shell. "Our customers are the lifeblood of our business, and we think they deserve to be rewarded with Instant Gold Status and the power to save more on every fill-up, every day."

After six months, Fuel Rewards members can maintain their Gold Status by filling up at least six times in a three-month period. Members who do not qualify for Gold Status will automatically receive Silver Status, which enables them to save at least three cents per gallon on every fill-up.

Fuel Rewards members can combine their rewards for Gold or Silver Status with additional rewards earned through the broader Fuel Rewards program. When they shop, dine or make day-to-day purchases at other participating Fuel Rewards merchants or restaurants, they earn Fuel Rewards savings in the form of additional cents-per-gallon discounts on Shell fuel purchases.

Shell's marketing plans for the Instant Gold Status launch include new national TV commercials that will air on cable sports and entertainment channels; programming via national radio, digital and social media; and influencer marketing partnerships.

Houston-based Shell Oil Co. is an affiliate of the Royal Dutch Shell plc, a global group of energy and petrochemical companies with operations in more than 70 countries. Shell is the official fuel provider of the Fuel Rewards program.

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